HomeMy WebLinkAbout07/07/1992, 9 - CONSIDERATION OF RECOMMENDATIONS FROM THE PROMOTIONAL COORDINATING COMMITTEE FOR THE 1992-93 ADVERTISING CONTRACT. MEETING DATE:
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COUNCIL AGENDA REPORT ITEM NUMBER:
FROM: Ken Hampian, Assistant City Administrative Officer
Prepared by: David Gray, Administrative Analyst J,�
SUBJECT: Consideration of recommendations from the Promotional Coordinating
Committee for the 1992-93 Advertising Contract.
CAO RECOMMENDATIONS:
Approve and authorize the Mayor to execute a one year contract with Barnett Cox
& Associates in an amount not to exceed $89,000 for the City's 1992-93
Advertising contract.
DISCUSSION:
Background
The purpose of the City's advertising contract is to develop an advertising campaign that
encourages overnight travel to San Luis Obispo from other parts of California. Overnight
tourism has been a focal point of the campaign for many years because of its relationship
to the Transient Occupancy Tax collected by the City. The City's program has typically
targeted the entire State of California, with special emphasis placed on the San Joaquin
Valley and Southern California, based on information derived from hotel registers.
Review Process
In March of this year, the Council approved a revised Request for Proposals (RFP) for
Advertising Services for the City of San Luis Obispo. In April, the approved RFP was
distributed to thirty-two advertising and public relations agencies in San Luis Obispo
County. Paid announcements were also placed in the Telegram-Tribune newspaper of
record advertising the availability of the RFPs from the City Clerk's Office. The RFP
contained a deadline of May 6, 1992 at 5 p.m. for advertising proposals to be submitted
to the City Clerk's Office. Three proposals were received from the following agencies:
Marc Leunis Advertising of Calabassas, Barnett Cox & Associates of San Luis Obispo
(BC&A), and Wildfire Marketing Communications of San Luis Obispo.
The Promotional Coordinating Committee (PCC)established an Advertising Subcommittee
composed of Jesse Norris, Chair, and members Jack Gatz and Barbara Gregg. The
subcommittee met twice to review applications, identify questions for applicants and
make recommendations to the full PCC. Applicants made presentations to the full PCC
and answered questions of committee members at their regular meeting on June 10,
1992. Council Liaison members Dunin and Rappa attended.
Contract Recommendation
After lengthy discussion and deliberation, the PCC voted to recommend the Barnett Cox
& Associates agency for the 1992-93 City advertising contract. Marc Leunis Advertising
was voted the alternate if the City was unable to come to terms with BC&A.
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COUNCIL AGENDA REPORT
Page 2
Advertising Report
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In terms of Barnett Cox & Associate's number one ranking, a preference was expressed
for an agency that would be subcontracting for printing, art and other creative talent with
local business people. There was a high comfort level with Barnett Cox &Associates due
to their work with the Chamber of Commerce, BIA, and other City work, such as water
conservation. The specific research component proposed by Bamett Cox & Associates
met the PCC criteria. Overall, Bamett Cox &Associates provided the most complete and
accurate compliance with the Request for Proposals in the Committee's opinion. Staff
contacted references supplied by applicants. Barnett Cox & Associates was the only
agency to receive unqualified endorsements from the references supplied. In terms of
cost, Barnett Cox & Associates and Marc Leunis were identical. Wildfire Marketing
Communications proposed the same cost, but for a campaign that would conclude in
approximately six months.
Barnett Cox & Associates Proposal
The agency plans to showcase San Luis Obispo in a way that will make people want to
come here and visit longer than planned. The target market will be young and middle-
aged families and active seniors from the San Joaquin Valley, Los Angeles-San Fernando
Valley and the San Francisco Bay Area. International tourism is an area for potential
growth. The campaign will emphasize print advertising, video spots, game show
giveaways, and partnership promotions which may include a discount visitor coupon in
each loaf of San Luis Sourdough Bread distributed in the Los Angeles area, for example.
The agency will also produce a market research piece that will measure results by
sampling visitors' opinions.
FISCAL IMPACT:
The Barnett Cox & Associates' proposal is- in the amount of $89,000. The 1991-93
Financial Plan for the City has allocated $89,000 for advertising and marketing services
in fiscal year 1992-93. Funding for this program is derived from Transient Occupancy Tax
revenues. Traditionally, the City has designated 20 percent of those revenues for cultural
programming, community promotion and economic stability activities. Although the City
is currently facing significant budget reductions, staff recommends retaining a strong
promotional program, given that the Transient Occupancy Tax is an important General
Fund revenue source, and one that has "held-its own", even during these recessionary
times.
ALTERNATIVES:
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1. Council may consider Marc Leunis Advertising as an acceptable alternative to
Barnett Cox & Associates. However, and although this firm submitted a sound
proposal, for the reasons identified under Contract Recommendation, staff
recommends that Barnett Cox&Associates be considered as the preferred choice.
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Oftims COUNCIL AGENDA REPORT
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Advertising Report j
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2. Council may consider reducing the amount of the advertising contract
commensurate with General Fund operating cost reductions also under
consideration. However, staff recommends that the full amount be appropriated
consistent with the City's Financial Plan for the reason outlined under the Fiscal
Impact section. Re-evaluation of all promotional contracts can occur with the
development of the 1993-95 Financial Plan, in light of the City's fiscal position and
the priority placed on the contracts relative to our tourism efforts at that time.
ATTACHMENTS:
1. Promotional Services Proposal (Barnett Cox & Associates)
2. Professional Services Agreement to Provide Advertising Services
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NOTE: The original advertising proposals as submitted to the City Clerk's Office by
the applicants are available for review in the City Clerk's Office.
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►�i i ���►►��►� �►►IIIIIII�1°° ►�� !IIcity of sAn hues oBispo
990 Palm Street/Post Office Box 8100 • San Luis Obispo, CA 93403-8100
July 6, 1992
MEMORANDUM
TO: City Council
FROM: Kim Con
SUBJECT: JULY 7. 1992 - ITEM #9 - PCC ADVERTISING CONTRACT
The Promotional Services Proposal from Barnett Cox and Associates that was included as
a part of agenda report #9 is incomplete. The document was already duplexed and in
numbering and copying the report the back pages were overlooked. Please remove pages
9-4 through 9-12 from your binders and insert the attached corrected pages.
My apologies for any confusion or inconvenience this may have caused.
c: John Dunn
Ken Hampian
Jeff Jorgensen
Deb Hossli
Telegram-Tribune
File
ATTACHMENT 1
BCRA
Promotional Services Proposal
Prepared for the
City of San Luis Obispo
Submitted by Maggie Cox
Barnett Cox & Associates
May 6, 1992
6 A R N E T T C o x 8 A S S O C I A T E S 2511 Gorden Rood 1329 Chorro
MONTEREY !A N IV;! N I S F O 61dy.6,Suite 160 Son lui!OSi!po
Monterey,CA 93940 CA 9;401
43E.375.7634 805.545.8887
For 406.315.8012 E.,665.545.0660
BC&A-
CITY
OF SAN LUIS OBISPO TOURISM ADVERTISING -- OVERVIEW
The City of San Luis Obispo just keeps getting better and better for visitors.
Where once Mission San Luis Obispo was the community's single tourist attraction,
today we see a community rich in additional amenities and visitor charm. Our
guests enjoy special events year round. San Luis Obispo offers spectacular scenery
and pristine air; recreational pursuits, fine dining, delightful shopping, winetasting
and above all a warm and welcoming community. Maggie and David Cox,
principals in Barnett Cox and Associates (BC&A) discovered that same magic when
careers brought them here over a decade ago. They have a unique perspective on
the special character that is San Luis Obispo, and hope to collaborate with the PCC
and the City of SLO in producing a tourist advertising and marketing program.
We believe San Luis Obispo is a remarkable place--but there are difficulties
in communicating our city's attractiveness to potential visitors. The City of San Luis
Obispo faces two major challenges in its tourism marketing efforts. First, the field
of tourism marketing has exploded in such a way that in California alone virtually
every community has its eye on some piece of the tourism pie. We are competing
with well financed marketing efforts for places ranging from Santa Barbara, Napa
Valley and Monterey to San Francisco, Long Beach, Palm Springs and Anaheim.
Even small communities like Paradise, Bodega Bay and Sonora are aggressively
competing for travelers' attention.
The difficulties of market competition are further complicated by both the
cost of advertising as well as the overwhelming number of advertising messages
bombarding today's consumers. Never before has it been so difficult, nor so
expensive, to reach target markets. Conventional methods like network television
are being trampled by cable TV; radio stations abound in huge numbers and the
narrowing of the print market is such that there are publications for every interest
area and newspapers in every language. Add to that everything from direct mail
and telemarketing to infomercials and it's easy to see that traditional methods are
no longer dependable ways to attract consumers.
The good news about tourism advertising is that sound techniques still win
and a city with the ingenuity of San Luis Obispo has a number of options available
for distinguishing itself. We at Barnett Cox and Associates would like to be part
of the team which creates SLO's tourism marketing program. We look forward to
having the opportunity to discuss our ideas and your experience together in person
at a formal presentation. .
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OBJECTIVES & GENERAL PHILOSOPHY
The objective of the SLO tourism marketing effort is to showcase San Luis
Obispo as a tourist destination and attract visitors for multiple night stays
here. As longtime residents and businesspeople here, our philosophy is one
of community caretaker. We are anxious to create a marketing program that
attracts family people and active seniors looking for a tranquil, charming
"small town America" getaway. We are sensitive to the value our own
residents put on this community, and recommend that the marketing plan
should embrace those values. We urge that the community's interest in a
smoke free and water conserving, environmentally conscious community be
reflected in the advertising and public relations efforts.
BC&A feels that San. Luis Obispo's marketing should focus on the
community's old fashioned friendliness, small town charm, sense of personal
safety, ease of getting around, and opportunities for simple relaxation.
TARGET DEMOGRAPHIC GROUPS / GEOGRAPHIC REGIONS
BC&A proposes that San Luis Obispo's key marketing niches be identified
as young-to-middle-age families and active seniors. There is no question that
demographic groups beyond these two are attracted to SLO, but we
recommend narrowing the target in order to most effectively reach the
largest number of potential visitors. As target demographics, young families
and active seniors are being pursued by virtually every marketer today. It
has been well documented that active seniors have comfortable disposable
incomes and are eager to travel, especially to auto-accessible cities like SLO.
Seniors cite both personal safety and sense of financial value as important
elements in a travel decision.
Young families are considered the backbone of the American economy today.
This group is responsible for much of the purchase power seen in our
country. Because of two career couples and time and money constraints, this
group is more likely to take a number of short distance, long weekend trips
rather than the traditional two week family vacation of years' past.
Longtime research (formal and informal) on SLO tourist trends reveals
repeatedly that the bulk of our visitors come from Southern California and
the Central Valley. We know there is also international attraction here, due
most likely to the fact that SLO is situated between two major tourist draws
in the state: Disneyland and San Francisco. We recommend that
advertising/marketing efforts continue to focus on the Southern California
and Central Valley markets, with tertiary efforts for international tourists.
Advertising should be concentrated in the off season winter months.
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ELEMENTS NEEDED FOR SUCCESSFUL MARKETING CAMPAIGN:
Given the target market and demographics outlined above, we recommend a multi-
step advertising & marketing campaign which would include the following
components.
♦ LOGO DESIGN / GRAPHIC TREATMENT / SLOGAN
The city's tourism marketing efforts will benefit from the development of an
overall theme which defines the community. A clearly stated image of San
Luis Obispo, as developed in logo, graphic treatment, slogan and copy focus
is the cornerstone of a successful, enticing advertising program. Research we
have conducted for other clients, as well as Maggie's experience working with
feature writers for the SLO Chamber of Commerce continually reveal the
same notions: people today stress the importance of monetary value,
personal safety, family camaraderie and the pursuit of relaxation.
San Luis Obispo offers all these assets to its visitors. We need a graphic
treatment that says this to our visitors and showcases our community as the
delightful small town that it is. We feel the image and identity currently
used in the city is nebulous and somewhat narrow in focus. We suggest
more embracing of the small town Americana, time-for-family ideal. This
concept would be developed as logo, slogan, overall packaging and copy tone.
♦ RESEARCH
We are aware that the idea of market research is one of some frustration
for the City and the PCC due largely to the expense of such efforts. BC&A
has experience conducting market research for a number of local clients and
within a range of budgets. We propose that the contract with the City
include a research component which offers some detail at a modest price and
is followed up with post-visit information.
Most hotel-motels in the city compile information about the tip codes from
which reservations originate. This data is.already being collected, and BC&A
recommends we take the next step. We would gather information from
motels throughout the community, analyze it and provide a report on our
visitors. We recommend such a survey be done twice in a calendar year -
- for a two month period in July & August (to avoid graduation skewing);
and again for winter visitors in January and February.
Knowing visitors' origination points is only half the story--the other half is
learning about their likes and dislikes of our community, and especially the
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factors which affected their decisions to visit here. Using the same two
research periods, BC&A recommends a follow-up survey of a random 150
summer and 150 winter visitors. We would create a direct mail piece to be
distributed about a week after a visit. The simple questionnaire would ask
questions about the length of stay, advertising influence, etc. This research,
in conjunction with our ad campaign, will help track advertising effectiveness.
In order to move people to fill out the questionnaire, we would employ a
frequently used technique in which a small gift of some sort accompanies
the request. This could range from a refrigerator magnet of our community
logo to a coffee mug, some SLO product (sourdough bread, rocky mountain
chocolate, etc.). Research shows that this method--gifting in advance—
generates a good response rate to questionnaires. We would compile
responses into a summary report.
♦ DISPLAY ADS
Display advertising in newspapers and magazines as well as commercials on
TV and radio have grown tremendously expensive and difficult to measure
in terms of effectiveness. The city budget, while a healthy one, does not
have the financial resources to effectively penetrate the LA or Central Valley
markets. BC&A believes that the advertising budget can be extended several
ways--both in terms of co-op advertising as well as in the. benefits of an
intensified public relations effort. These efforts should be undertaken in
tandem with a print advertising campaign and in coordination with existing
programs of the VCB and SLO Chamber. We do believe it is important
to have presence in publications reaching key demographics. This is
available through the purchase of ad space, and we recommend the purchase
of space in Sunset as well as regional editions of broad-stroke magazines
such as People, Newsweek and Redbook.
We realize this idea is something new to the PCC, and we would like to
discuss it with you further. We are concerned that using travel magazines
only is narrow in focus, missing key pieces of the target audience. By buying
regional publications, we can hone in on key market segments in specific
geographic regions. We believe this may be more cost effective and efficient
for the City's program.
We also suggest the pursuit of a cooperative advertising campaign in which
city ads can be increased in size or frequency by the addition of other 'co-
sponsors'. For instance, Sands Motel, American Eagle Airlines, F.
McLintock's and the SLO Children's Museum could contribute to the cost
of an ad in exchange for the addition of each's logo and 800 number.
BC&A would oversee solicitation and create the co-op package.
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♦ PUBLIC RELATIONS
There are many new and creative avenues available for no-cost exposure to
the community, as well as novel ideas for ways of making SLO's
communication efforts stand out in a crowd. We are aware of both the
Chamber and Vistitor Conference Bureau's contracts with the City for public
relations activities. Rather than duplicate existing programs, BC&A would
like to work with those groups in intensifying programs and initiating some
new methods of gaining exposure. When the Chamber wanted to help
promote Fiesta, a package was sent to travel writers that included Taco
Works chips and salsa. The products attracted attention and got resultr.
We'd like to try something similar for a host of local events and attractions.
Possibilities .include using local products, developing video and audio news
releases, man-on-the-street interview endorsements, etc. In short, we believe
some ingenuity and creativity can separate SLO from the pack of
communities vying for attention. The use of multi-media methods, whimsy
and the added benefit of local products ranging from San Luis Sourdough
to wine and Old Country Deli sausage as well as local artwork and crafts
affords a wealth of opportunities.
We believe these efforts should touch on travel industry professionals, travel
writers, feature writers (especially food sections). We'd recommend the
development of a mailing list that can be coded for ease of pulling out
special groups (i.e., children's interest, senior interest, architecture, travel,
history, music, etc). Targeted marketing will provide both cost efficient as
well as effective results and an extension of the paid advertising benefits.
♦ ADDITIONAL IDEAS FOR DISCUSSION
Video Snippets -- Through our efforts with the Paso Robles Wine Festival
we have worked with Scene West, a video production company. A
representative of the company is coming to SLO for the Wine Festival and
will also shoot footage for a several other stories while here. These pieces
are developed into travelogues which are sold across the country to cable TV
stations. The cost to the client is nominal (generally just some assistance
with accommodations).
Game Show Giveaways --Don't laugh! Game shows throughout the country
depend on a company.called Pic TV for prize giveaways. BC&A has
established a relationship with the company and placed one of our clients,
the Cliff's Resort at Shell Beach, as a prize giveaway. We submit ten
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seconds of video footage for the Cliff s, they provide room giveaways and the
game show runs the footage as part of its prize packages on syndicated TV
shows across the country. Many of these programs (such as Jeopardy and
Wheel of Fortune) are broadcast in the tremendously expensive 7-8 p.m.
time period on major market'TV stations. Advertisers a decade ago paid
to be on game shows, but through Pic TV, this can be done today at almost
no expense.
Partnerships -- This notion would take some time to develop, but is intriguing
to start considering. The idea of partnership has become an important one
in marketing today. When a candy bar company wanted to distribute.
samples of a new product to a test market area, it found direct distribution
too costly. Instead, the candy bar company struck a unique deal with a
cereal company and had its product added into a box of cereal. The two
cross-promoted each other, and everybody won. The cereal company had
a value-added component that made its product attractive at little additional
cost, and the candy bar company distributed candy bars at a modest expense.
These kinds of collaborations are becoming standard in marketing and
promotion.
We -believe similar ideas are available in SLO through our many local
products which are distributed in metropolitan areas. How frequently do we
see Magic Mountain coupons attached to loaves of bread originating in LA?
Again, . we believe collaborations could be developed through hotels,
restaurants and attractions (Children's Museum, wineries, Christmas
shopping) and local products being sold outside the county. The idea of
value-added benefits is what gives this program its pizzazz We'd like to
explore it further.
♦ VISITOR RESPONSE MECHANISM (800 NUMBER)
If potential visitors see our ads, react to our promotions and want further
information, what's the next step? We know the step has to be easy,
efficient and inexpensive, and to that end we strongly recommend an 800
number through the Chamber of Commerce. We are aware that an 800
number was tried and has since been disconnected. However, we
recommend it be reinstituted and modified somewhat. To be. an effective
competitor for tourists we have to have an 800 number--that's simply the
trend today.
We recommend exploring the idea of a voice mail system on the 800 number
to facilitate and expedite requests. For instance, a caller would hear an
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initial thirty second promo on SLO, then be told how to order a packet, what
number to press for event information, kids activities, hotel lists, etc. We
believe that phone communication is key to the success of the program and
that it must be simple and immediate to satisfy the caller.
SUMMARY & CONCLUSIONS
We hope the ideas submitted above, along with the following calendar,
budget and agency background information will qualify BC&A for a personal
interview to discuss this proposal. We will be happy to provide portfolio
materials ranging from TV and radio to print and specialty advertising on
your request. We appreciate your time in considering our ideas.
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BCRA
BUDGET
Research /Visitor Survey S41000
(includes all aspects of survey compilation,
questionnaire production & distribution,
gift for respondents, postage, final report, etc.)
Display Advertising: Magazine Placement 572,000
(includes development & creation of print ads,
media materials, specialty advertising, postage,
printing& material costs)
Account Supervision/Administration/External $13,000
contact & coordination
TOTAL: 589.000
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SUGGESTED SCHEDULE 1992 - 1993
(Subject to revisions to accommodate PCC, VCB and Chamber programs)
JULY Work with PCC to finetune proposal
Develop logo, theme, graphic treatment, slogan, etc.
Visitor research data gathered from hotels
Meet with Chamber/VCB to coordinate plans and develop new ideas
AUGUST Determine final media schedule, budget, rate negotiation
Display ads co-op participation solicited
Ad placed
Display ad artwork developed
Visitor data compiled
Visitor questionnaire mailed out
SEPTEMBER Visitor Research report completed
Co-op solicitation completed
Final ad artwork created
Winter ads placed
Winter public relations effort decided; program instigated
Work with local businesses for co-op in promotions
Develop Christmas tourist program
OCTOBER Special program / projects for winter continue
Place ads
NOVEMBER Place ads
Develop off season special promotion / tie to New Year
Work with Christmas tourist program
DECEMBER Place ads for 1993
Develop "dead season' special promotion
JANUARY Winter visitor research begins
Public relations specialty programs continue
Place ads
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FEBRUARY Winter visitor research concludes
Visitor questionnaires distributed
MARCH Visitor survey reports completed
Review programs relative to survey results; revise if needed
APRIL Evaluate campaign to date; modify on public relations / specialty side
Re-instigate co-op ideas for Fall 1993
MAY Evaluate campaign; instigate any available final summer
Promotional tie-ins (no formal display advertising)
Prepare follow-up proposal
JUNE Evaluate campaign overall; submit proposal for fiscal 1993-94
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I. ABOUT BARNETT COX & ASSOCIATES
Advertising veterans Claude Barnett of Monterey and Dave
and Maggie Cox of San Luis Obispo teamed up in 1989 to
expand Barnett Advertising of Monterey into the first full
service agency serving the entire central coast. The firm,
established in 1979, represents clients ranging from retailers to
hospitals, shopping centers, hotels, manufacturers and.
municipalities. BARNETT COX&ASSOCIATES(BC&A) has
award winning talents in radio, television and print advertising.
The company's principals are all former broadcasters and print
specialists who have a working knowledge of media and its use
for effective communication. BC&A has offices in Monterey
and San Luis Obispo.
BC&A prides itself in its abilities to design programs to meet
individual client needs. The agency is grounded in the
philosophy that advertising and marketing are more successful
when campaigns reflect humor and innovative creativity. The
team at BC&A bring that kind of spirit to their work, and
prove it with award winning campaigns for clients like Sierra
Vista Regional Medical Center, Commerce Bank, Paso Robles
Wine Festival and the City of San Luis Obispo ("Les & Lo
Flo").
BC&A believes that the best campaigns are created through
a collaborative effort with client principals and agency staff.
We work closely with our clients to understand specific needs,
philosophies and past successes and failures. BC&A offers
services running the gamut of need for virtually any company,
and is pleased to devise a custom program for each business.
We hope to work with the City of San Luis Obispo in creating
its advertising plan and program.
e 1992 Barnes Car&Associa+es
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II. AGENCY PRINCIPALS
Agency personnel who would be involved in the City of SLO
campaign include the following individuals.
DAVID COX, the firm's San Luis Obispo principal, offers a
unique blend of skills in local advertising, marketing and public
relations. He has a keen understanding of the local market,
having moved to San Luis Obispo in 1980 after three years'
residence on the Monterey Peninsula. Dave served as both
Regional Sales Manager and Director of Programming and
Operations for KSBW-TV in Salinas/Monterey.
In 1980 Dave was promoted to the post of president & general
manager for KSBW s sister station, KSBY-TV in San Luis
Obispo. He left TV in 1987 to partner.in the creation of a
new radio station in San Luis Obispo, KJDJ, 1030 News Radio.
He is active in the local community, serving as a past board
member for the Downtown.Business Improvement Association,
and has been a longtime leader in the SLO Chamber of
Commerce, where he currently serves as a vice president.
MAGGIE COX came to San Luis Obispo in 1983 after a
successful career in television in Sacramento, San Francisco
and Monterey. Serving as Director of Advertising and
Marketing for KSBW television, she created advertising
campaigns recognized by the Advertising Club of Monterey for
top honors for three consecutive years. In 1983 she became
communications director for the San Luis Obispo Chamber of
Commerce, and was named Assistant Manager and Director of
Governmental Affairs three years later.
Maggie was honored nationally for her work as a writer, editor
and publications coordinator, and, in 1991 she received the
award for Chamber Staff Person of the Year for the State of
California. Maggie's public relations and publicity skills guided
the chamber to the forefront of local business issues. In 1991
she decided to apply her skills fulltime to the agency and left
the Chamber to join BC&A as a partner.
e 1992 Barna Cox do Aswciata /
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JIM SEYBERT Jim is best known as a radio talk show
personality with KJDJ in San Luis Obispo and KSMA in Santa
Maria. His past experience includes tenure with Platinum
Marketing, a record marketing company. While with Platinum,
Jim was a member of the team who launched the
phenomenally successful marketing effort of Paula Abdul. He
is an award winning specialist in audio production, and has
been tapped by BC&A to coordinate broadcast production as
well as voice many agency commercials. Jim also manages a
list of clients which includes the Cliffs Resort at Shell Beach.
ERA Hunter Realty in Santa Barbara County and Courier
Systems.
MARY GAMLIN is the firm's account coordinator and chief
media buyer. Growing up in a military family found Mary
living all over the world. She eventually settled in Reno, and
attended college at the University of Nevada. Parttime
employment during college coupled with classes in marketing
and advertising led Mary to be selected for a prestigious
summer internship program at Mary's San Francisco store.
From Macy's she went to GAP Stores, where her skills were
recognized with a Store Manager award for the West Coast
division. The principals at BC&A selected Mary for their
team based on her proven abilities in the retail sector, coupled
with sharp writing skills and creative abilities.
e 1992 Bamea Car&Amocima
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BC&A contracts with different graphic designers and
photographers depending on client needs and budgets. For .
purposes of this proposal, designers/photographers we would
recommend include the following:
Catherine Kornreich & Melanie Gleason
Kornreich Gleason Design
385 Higuera
San Luis Obispo, CA 93401
phone: 541-8602
Pierre Rademaker
Rademaker Design
738 Higuera
San Luis Obispo, Ca 93401
phone: 544-7774
Scott Loy
Loy Photography
P.O. Box 3018
San Luis Obispo, CA 93401
phone: 522-2716
Laura Manss
Matrix Communications
229 Pajaro
Salinas, CA 93901
phone: (408) 757-4164
o 1992 Bm=Cox&Associates
III. CLIENT INFORMATION
BC&A is proud to include these leading businesses
and organizations on its San Luis Obispo client list. Also
included is a listing of client references. More references can
be provided upon request.
♦ Blake Printing & Publishing / Poor Richard's Press
♦ Cliffs Resort Hotel at Shell Beach
♦ City of San Luis Obispo Water Conservation
♦ City of SLO Transit
♦ Commerce Bank
♦ Cuesta Title
♦ Downtown Business Improvement Association
♦ Madonna Plaza
♦ Old Country Deli
♦ Pacific Gas & Electric Company
♦ Paso Robles Wine Festival
♦ Pismo Beach Visitor's and Convention Bureau
♦ Sierra Vista Regional Medical Center
♦ Paso Robles Wine Festival
0 1992 Bamea Car&Assoeiara
List of Client References
SIERRA VISTA REGIONAL MEDICAL CENTER
San Luis Obispo, California, only acute care medical center in San Luis
Obispo County. Agency provides advertising, public relations and collateral
materials.
Contact: Lionel Chadwick
Vice President/CFO
1010 Murray Avenue
San Luis Obispo, CA 93405
(805)546-7698
BLAKE PRINTING & PUBLISHING (Poor Richard's Press)
San Luis Obispo, California, full services printing and publishing company
with offices in six locations on the central coast. Agency provides radio and
television advertising services.
Contact: Penny Lentz
Marketing Director
2222 Beebee Street
San Luis Obispo, CA 93401
(805)543-6845
COMMERCE BANK OF SAN LUIS OBISPO
San Luis Obispo, California, largest independent bank serving San Luis
Obispo County exclusively with four branches. Agency provides advertising,
public relations and collateral materials.
Contact: Bob Voorhees
Senior Vice President
545 Higuera Street
San Luis Obispo, CA 93401
(805)545-8887
CITY OF SAN LUIS OBISPO (Water Conservation)
San Luis Obispo, California, a division of the city utilities department.
Agency provides public relations and information materials, media contact,
advertising and public education programs.
Contact: -Ron Munds
Water Conservation Coordinator
(805)781-7258
c
1992 Bamea Car&A.nxiaza
/7
AGENCY SERVICES
Advertisinft Aiblic Relations
♦ Ad Development ♦ Publicity
♦ Radio & TV Production ♦ Press Kits
♦ Print Production ♦ News Releases
♦ Media Planning ♦ Features
♦ Media Buying ♦ Special Events
Vendor & Co-op Services Collateral
♦ Program Design ♦ Brochures
♦ Presentations ♦ Newsletters
♦ Implementation ♦ Catalogs
♦ Support Material ♦ One Sheets
Market Research Direct Response
♦ Market Surveys • Program Planning
♦ Opinion Polls ♦ Administration
♦ Focus Groups- a Creative Materials
♦ Analysis
0 1992 Banes Cox&Assoticra
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List of Client References
SIERRA VISTA REGIONAL MEDICAL CENTER
San Luis Obispo, California, only acute care medical center in San Luis
Obispo County.- Agency provides advertising, public relations and collateral
materials.
Contact: Lionel Chadwick
Vice President/CFO
1010 Murray Avenue
San Luis Obispo, CA 93405
(805)546-7698
BLAKE PRINTING & PUBLISHING (Poor Richard's Press)
San Luis Obispo, California, full services printing and publishing company
with offices in six locations on the central coast. Agency provides radio and
television advertising services.
Contact: Penny Lentz
Marketing Director
2222 Beebee Street
San Luis Obispo, CA 93401
(805)543-6845
COMMERCE BANK OF SAN LUIS OBISPO
San Luis Obispo, California, largest independent bank serving San Luis
Obispo County exclusively with four branches. Agency provides advertising,
public relations and collateral materials.
Contact: Bob Voorhees
Senior Vice President
545 Higuera Street
San Luis Obispo, CA 93401
(805)545-8887
CITY OF SAN LUIS OBISPO (Water Conservation)
San Luis Obispo, California, a division of the city utilities department.
Agency provides public relations and information materials, media contact,
advertising and .public education programs.
Contact: Ron Munds
Water Conservation Coordinator
(805)781-7258
01992.Bomw Cor h Aaociata
PROFESSIONAL SERVICES AGREEMENT
TO PROVIDE ADVERTISING SERVICES
This agreement is made this day of 1992 by and
between the CITY OF SAN LUIS OBISPO, California (hereinafter referred to as "City"), and
BARNETT COX & ASSOCIATES OF SAN LUIS OBISPO, (hereinafter referred to as
"Contractor').
WITNESSETH:
WHEREAS, City desires to retain certain professional services in conjunction with
an advertising program as recommended by the Promotional Coordinating Committee
(PCC). The services being provided by the Contractor under this contract are
professional advertising services to facilitate and implement the speck components of
the program; and
WHEREAS, City desires to engage Contractor to provide these services by reason
of its qualifications and experience for performing such services, and Contractor has
offered to provide the requested services on the terms and in the manner set forth herein.
NOW, THEREFORE, in consideration of their mutual covenants, the parties hereto
agree as follows:
1. PROGRAM COORDINATION:
a. CITY. The City Administrative Officer, or a designated representative, shall
be the Program Manager representing the City for all purposes under this
agreement. They shall supervise the progress and execution of this
agreement.
b. CONTRACTOR. Contractor shall assign a single Program Manager to have
overall responsibility for the progress and execution of this agreement for
Contractor. Maggie Cox is hereby designated as the Program Manager for
Contractor. Should circumstances or conditions subsequent to the
execution of this document require a substitute Program Manager for any
reason, the Program Manager substitution shall be subject to the prior
written approval of the City Program Manager.
2. DUTIES OF CONTRACTOR:
a. Services to be furnished. Under general direction of the City Program
Manager, Contractor shall provide all specified services as set forth in
"Exhibit A°, attached hereto and incorporated herein by this reference, or as
amended by the City Council.
b. Laws to be observed. Contractor shall:
ATTACHMENT 2
Page 2
Advertising Services Contract
1. Procure all permits and licenses, pay all charges and fees, and give
all notices which may be. necessary and incidental to the due and
lawful prosecution of the services to be performed by Contractor
under this agreement.
2. Keep itself fairly informed of all existing and proposed federal, state
and local laws, ordinances, regulations, orders, and decrees which
may affect those engaged or employed under this agreement, and
materials used in Contractor's performance under this agreement, or
the conduct of the services under this agreement;
3. At all times observe and comply with, and cause all of its employees
to observe and comply with, all of said laws, ordinances, decrees and
orders mentioned above.
4. Immediately report to the City's Program Manager in writing any
discrepancy or inconsistency it discovers in said laws, ordinances,
regulations, orders and decrees mentioned above in relation to plans,
drawings, specifications, or provisions of this agreement.
C. Release of reports and information. Any reports, information, data or other
material given to, or prepared or assembled by, Contractor under this
agreement shall be the property of City and shall not be made available to
any individual or organization by Contractor, except the Chamber of
Commerce and the Visitors and Conference Bureau, without the prior written
approval of the City's Program Manager.
d. Copies of reports and information. If City requests additional copies of
reports, drawings, specifications, or any other material in addition to what
the Contractor is required to furnish in limited quantities as part of the
services under this agreement, Contractor shall provide such additional
copies as are requested, and City shall compensate Contractor for the costs
of duplicating of such copies at Contractor's direct expense.
e. Qualifications of Contractor. Contractor represents that it is qualified to
furnish the services described under this agreement.
f. In addition to the Advertising Services Agreement, the City may contract
with the Chamber of Commerce and the San Luis Obispo County Visitors
and Conference Bureau (VCB) for.visitors and promotional services. The
Contractor acknowledges the potential for duplication of efforts and costs
as a result of these contracts with the City. In performing its services under
this agreement, the Contractor agrees to make every reasonable effort to
coordinate activities and to identify and avoid potential duplication of costs
associated with the VCB and Chamber of Commerce agreements.
Page 3
Advertising Services Contract
3. DUTIES OF CITY
City agrees to cooperate with Contractor in its performance of that work described
in Exhibit "A", attached hereto and incorporated by this reference, or amended
work plans approved by the City Council. The City Program Manager shall work
closely with the PCC and will incorporate its comments, guidance and desires into
the administration and execution of this contract to the degree that such is
reasonable and feasible.
4. COMPENSATION
Contractor will bill City and be compensated in accordance with Exhibit "A",
attached hereto and incorporated by this reference, as currently exists or may be
amended.
5. TIME FOR COMPLETION OF WORK
Program is for a one year period commencing July 1, 1992 and ending June 30,
1993. Contractor shall perform services in a timely manner with direction and
guidance from City Program Manager and PCC. Contractor acknowledges timing
is at the sole discretion of City.
6. TEMPORARY SUSPENSION
The City Program Manager shall have the authority to suspend this agreement
wholly or in part, for such period as is deemed necessary due to unfavorable
conditions or to the failure on the part of the Contractor to perform any provision
of this agreement. Contractor will be paid the compensation due and payable to
the date of temporary suspension.
7. SUSPENSION AND TERMINATION
a. Right to terminate. The City retains the right to terminate this agreement
for any reason by notifying the Contractor in writing sixty (60) days prior to
termination and by paying the compensation due and payable to the date
of termination; provided, however, if this agreement is terminated for fault
of Contractor, City shall be obligated to compensate Contractor only for that
portion of Contractor services which are of benefit to City. Said
compensation is to be arrived at by mutual agreement of the City and
Contractor. Should they fail to agree, then an independent arbitrator is to
be appointed by mutual agreement and whose decision shall be binding
upon the parties.
Page 4
Advertising Services Contract
b. Return of materials. Upon such termination, Contractor shall turn over to
the City immediately any and all copies of studies, sketches, drawings,
computations, and other data, whether or not completed, prepared by
Contractor, and for which Contractor has received reasonable
compensation, or materials given to Contractor in connection with this
agreement. Such materials shall become permanent property of City.
Contractor, however, shall not be liable for City's use of incomplete materials
or for City's use of complete documents if used for other than the project
contemplated by this agreement.
8. INSPECTION:
Contractor shall furnish City with every reasonable opportunity for City to ascertain
that the services of Contractor are being performed in accordance with the
requirements and intentions of this agreement. All work done and all
materials furnished, if any, shall be subject to the City Program Manager's
inspection and approval. The inspection of such work shall not relieve Contractor
of any of its obligations to fulfill its agreements as prescribed.
9. OWNERSHIP OF MATERIALS:
All original drawings, plans, documents and other materials prepared by, or in
possession of, Contractor pursuant to this agreement shall become the permanent
property of the City, and shall be delivered to the City upon demand. Photographic
rights shall be established for original negatives or transparencies.
10. INDEPENDENT JUDGMENT:
Failure of the City to agree with Contractor's independent findings, conclusions,
or recommendations, if the same are called for under this agreement, on the basis
of differences in matters of judgment shall not be construed as a failure on the part
of the Contractor to meet the requirements of this agreement.
11. ASSIGNMENT: SUBCONTRACTORS: EMPLOYEES:
This agreement is for the performance of professional advertising and marketing
services of the Contractor and is not assignable by the Contractor without prior
consent of0the City in writing. The Contractor may employ other specialists to
perform special services as required with prior approval by the City.
12. NOTICES:
All notices hereunder shall be given in writing and mailed, postage prepaid, by
Certified Mail, addressed as follows:
Page 5
Advertising Services Contract
To Contractor: Barnett Cox & Associates
992 Monterey Street, Suite B
San Luis Obispo, CA 93401
To City: City of San Luis Obispo
P.O. Box 8100
San Luis Obispo, CA 93403-8100
Attention: David Gray, Administrative Analyst
13. INTEREST OF CONTRACTOR:
Contractor covenants that it presently has no interest, and shall not acquire any
interest, direct or indirect, financial or otherwise, which would conflict in any manner
or degree with the performance of the services hereunder. Contractor further
covenants that, in the performance of this agreement, no subcontractor or person
having such an interest shall be employed. Contractor certifies that no one who
has or will have any financial interest under this agreement is an officer or
employee of the City. It is hereby expressly agreed that, in the performance of
the services hereunder, Contractor shall at all times be deemed an independent
contractor and not an agent or employee of the City.
14. INDEMNITY:
Contractor hereby agrees to indemnify and save harmless City, its officers, agents,
and employees:
A. Any and all claims and demands which may be made against City, its
officers, agents, or employees by reason of any injury to or death of any
person or corporation caused by a negligent act or omission of Contractor
under this agreement or of Contractor's employees or agents.
B. Any and all damage to or destruction of the property of City, its officers,
agents, or employees, occupied or used by or in the care, custody, or
control of Contractor or in proximity to the site of Contractor's work, caused
by any negligent act or omission of Contractor under this agreement or of
Contractor's employees or agents.
C. Any and all claims and demands which may be made against City, its
officers, agents or employees by reason of any injury to or death of or
damage suffered or sustained by an employee or agent of Contractor under
this agreement, however caused, excepting, however, any such claims and
demands which are the result of negligence or willful misconduct of City, its
officers, agents, or employees.
9./7
Page 6
Advertising Services Contract
D. Any and all claims and demands which may be made against City, its
officers, agents, or employees by reason of any infringement or alleged
infringement of any patent rights or claims cause by the use of any
apparatus, appliance, or materials furnished by Contractor under this
agreement; and
E. Any and all penalties imposed or damages sought on account of the
violation of any law or regulation or of any term or condition of any permit,
when said violation of any law or regulation, or any term or condition of any
permit, is due to negligence on the part of the Contractor.
15. WORKERS' COMPENSATION:
Contractor certifies that she is aware of the provision of the Labor Code of the
State of California which require every employer to be insured against liability for
workers' compensation or to undertake self-insurance in accordance with
provisions of that code, and certifies that it will comply with such provisions before
commencing the performance of the work on this agreement.
16. INSURANCE:
Contractor shall provide proof of insurance in accordance with Insurance
Requirements for Consultants as described in Attachment "B" attached hereto and
incorporated herein by reference as though fully set forth.
17. AGREEMENT BINDING:
The terms, covenants, and conditions of this agreement shall apply to and shall
bind the heirs, successors, executors, administrators, assigns, and subcontractors
of both parties.
18. WAIVERS:
The waiver by either party of any breach or violation of any term, covenant, or
condition of this agreement or of any provision, ordinance, or law shall not be
deemed to be a waiver of any subsequent breach of violation of the same or of any
other term, covenant, condition, ordinance, or law. The subsequent acceptance
by either party of any fee or other money which may become due hereunder shall
not be deemed to be a waiver of any preceding breach or violation by the other
party of any term, covenant, or condition of this agreement or of any applicable law
or ordinance.
Q% 0
Page 7
Advertising Services Contract
19. COSTS AND ATTORNEY'S FEES:
The prevailing party in any action between the parties to this agreement brought
to enforce the terms of this agreement or arising out of this agreement may
recover its reasonable costs and attorney's fees expended in connection with such
an action for the other party.
20. DISCRIMINATION:
No discrimination shall be made in the employment of persons under this
agreement because of the race, color, national origin, ancestry, religion, sexual
orientation, or sex of such person.
If Contractor is found to be in violation of the nondiscrimination provisions of the
State of California Fair Employment Practices Act or similar provision of federal law
or executive order in the performance of this agreement, it shall thereby be found
in material breach of this agreement. Thereupon, City shall have the power to
cancel or suspend this agreement, in whole or in part, or to deduct from the
amount payable to Contractor, the sum of Twenty-Five Dollars ($25) for each
person for each calendar day during which such person was discriminated against,
as damages for said breach of contract, or both. Only a finding of the State of
California Fair Employment Practices Commission or the equivalent federal agency
or officer shall constitute evidence of .a violation of contract under this paragraph.
If Contractor is found in violation of the nondiscrimination provisions of this
agreement or the applicable affirmative action guidelines pertaining to this
agreement, Contractor shall be found in material breach of this agreement.
Thereupon, City shall have the power to cancel or suspend this agreement, in
whole or in part or to deduct from the amount payable to Contractor the sum of
Two Hundred Fifty Dollars (S250) for each calendar day during which Contractor
is found to have been in noncompliance as damages for said breach of contract,
or both.
21. AGREEMENT CONTAINS ALL UNDERSTANDINGS:
This document represents the entire and integrated agreement between City and
Contractor and supersedes all prior negotiations, representations, or agreements
s either written or oral. This document may be amended only by written instrument,
signed by both City and Contractor. All provisions of this agreement are expressly
made conditions. This agreement shall be governed by the laws of the State of
California.
Page 8
Advertising Services Contract
IN WITNESS WHEREOF, City and Contractor have executed this agreement on the
day and year first above written.
CITY OF SAN LUIS OBISPO: BARNETT COX ASSOCIATES
Ron Dunin, Mayor Pr ent
ATTEST:
City Clerk
APPROVED AS TO FORM:
qty tto ney
Finance Director
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EXHIBIT A
The Contractor shall coordinate and implement for one year, a diverse advertising
campaign for the promotion of the City of San Luis Obispo as a tourism destination.
1. The primary purpose of the campaign is to increase tourism to the City of San Luis
Obispo.
2. The Contractor will provide the Promotional Coordinating Committee, hereinafter
called the PCC, with monthly written reports. The reports will provide information
on campaign progress and include copies of all ads, tear sheets, production
expenses, bills for services, an outline of work to be completed in the next month,
and other pertinent information.
3. The City Program Manager and the PCC will provide the Contractor with direction
and guidance based upon the monthly review of Contractor's performance and
recommendations.
4. A summary of the proposed advertising campaign for the City of San Luis Obispo
in 1992-93 is described in the attachment to the Council Agenda Report.
5. Payment to the Contractor will be made on all completed work, jobs in progress
and media purchases approved by the City Program Manager within fifteen (15)
calendar days of receipt of Contractor's.invoice. Requests for payment will be sent
directly to the City Program Manager.
6. The budget for Barnett Cox & Associates is as follows:
F.Y. 1992-93 $89,000
Total Budget for F.Y. 1992-93 is $89,000.
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EXHIBIT B
MURANCE REQUIREMENTS FOR CONSULTANTS
Consultant shall procure and maintain for the duration of the contract insurance against claims for injuries to persons or
damages to property which may arise from or in connection with the performance of the work hereunder by the Consultant,
his agents, representatives, employees.
Minimum Scone of Insurance
Coverage shall be at least as broad as:
1. Insurance Services Office Commercial General Liability coverage (occurrence form CG 0001).
2. Insurance Services Office form number CA 0001 (Ed. 1187) covering Automobile Liability, code 1 (any
auto).
3. Workers' Compensation insurance as required by the State of California and Employer's Liability
Insurance.
Minimum Limits of Insurance
Consultant shall maintain limits no less than:
1. General Liability: 51,000,000 per occurrence for bodily injury, personal injury and property damage.
If Commercial General Liability or other form with a general aggregate limit is used, either the general
aggregate limit shall apply separately to this project/location or the general aggregate limit shall be twice
the required occurrence limit.
2. Automobile Liability: $1,000,000 per accident for bodily injury and property damage.
3. Employer's Liability: $1,000,000 per accident for bodily injury or disease.
Deductibles and Self-Insured Retentions
Any deductibles or self-insured retentions must be declared to and approved by the City. At the option of the City,
either. the insurer shall reduce or eliminate such deductibles or self-instued retentions as respects the City, its
officers, officials, employees and volunteers; or the Consultant shall procure a bond guaranteeing payment of losses
and related investigations, claim administration and defense expenses.
Other Insurance Provisions
The general liability and automobile liability policies are to contain, or be endorsed to contain, the following
provisions:
1. The City, its officers, officials, employees, agents and volunteers are to be covered as insureds as respects:
liability arising out of activities performed by or on behalf of the Consultant; products and completed
operations of the Consultant;premises owned, occupied or used by the Consultant; or automobiles owned,
leased, hired or borrowed by the Consultant. The coverage shall contain no special limitations on the
scope of protection afforded to the City, its officers, official, employees, agents or volunteers.
2. For any claims related to this project, the Consultant's insurance coverage shall be primary insurance as
respects the City, its officers, officials, employees, agents and volunteers. Any insurance or self-
insurance maintained by the City, its officers, officials, employees, agents or volunteers shall be excess
of the Consultant's insurance and shall not contribute with it.
3. Any failure to comply with reporting or other provisions of the policies including breaches of warranties
shall not affect coverage provided to the City, its officers, officials, employees, agents or volunteers.
4. The Consultant's insurance shall apply separately to each insured against whom claim is made or suit is
brought, except with respect to the limits of the insurer's liability. J
5. Each insurance policy required by this clause shall be endorsed to state that coverage shall not be
suspended, voided, cancelled by either party, reduced in coverage or in limits except after thirty(30)days'.
prior written notice by certified mail, return receipt requested, has been given to the City.
Acceptability of Insurers
Insurance is to be placed with insurers with a current A.M. Best's rating of no less than A:VII.
Verification of Covemen
Consultant shall furnish the City with a certificate of insurance showing maintenance of the required insurance
coverage, Original endorsements effecting general liability and automobile liability coverage required by this clause
must also be provided. The endorsements are to be signed by a person authorized by that insurer to bind coverage
on its behalf. All endorsements are to be received and approved by the City before work commences.
MEETING AGENDA Q
DATE -7--1 4AITEM # J
July 7, 1992
Honrable Mayor & Councilmembers
City of San Luis Obispo
P.O. Box 8100
San Luis Obispo, CA 93406
Dear Mayor Dunin& Councilmembers:
I am pleased that Barnett Cox& Associates is being recommended for selection as the
City's agency for tourism advertising. We are excited at the prospect of working with you
and the PCC in fulfilling that contract.
I want to clarify one aspect of our proposal: that of the issue of our subcontractors for
graphic design services. We listed several subcontractors in our proposal, including Pierre
Rademaker Design as well as a Salinas firm named Matrix Communications (convenient to
our office in Monterey). My intention was to indicate a range of design possibilities.
The high caliber of Rademaker Design's work is well known to you, and it is that
excellence which puts the firm on our list.
However, in order to avoid difficulties with conflicts of interest as well as the issue of an
out of town designer, we will stipulate that BC&A will not contract with either
Rademaker Design nor Matrix Communications in the fulfillment of the tourism contract.
I hope this action resolves any difficulty and that we can be approved for selection.
Best regards,
REC.,;EIVEE®
JUL ') 1992
Maggie Cox CITv COUNCIL
SAN LUIS OBIS.P_O,ii@
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